The Tyre Collective – Old tyre, new tyre: why each tyre’s journey is never done 

Introduction 

Founded in 2020, The Tyre Collective was born out of founder Hanson Cheng, Hugo Richardson and Siobhan Anderson’s Master’s project while they were studying at Imperial College London and the Royal College of Art. Dedicated to tackling the often overlooked problem of tyre-wear pollution, the company’s vision is to capture tyre particles at the source and upcycle waste into new products, revolutionising how we think about tyre waste and pollution, and addressing a significant challenge for both automotive and the environment. 

The challenge 

Every time a vehicle accelerates or brakes, friction between the tyres and the road causes tiny rubber particles to degrade and dislodge from the tyres. These microparticles, often invisible to the naked eye, then become airborne or are washed away during rainfall, eventually making their way into our ecosystems—watercourses, soils, and the atmosphere. Unlike exhaust emissions, tyre-wear has largely been an overlooked source of pollution, despite its growing impact. 

In the UK alone, over 38,000 tonnes of particulate matter from tyre-wear are released annually. The Tyre Collective’s solution is focused on preventing this pollution and closing the loop by transforming the collected tyre particles back into new products, reducing waste and contributing to a circular economy. 

A solution for tyre-wear pollution 

The Tyre Collective’s solution involves a device that uses electrostatics and airflow to capture the tiny particles of tyre-wear directly from behind a vehicle’s rear wheels. The technology has been shown to capture up to 80% of airborne tyre particles in laboratory tests, significantly reducing pollution caused by tyre-degradation. 

The captured particles can then be repurposed and used to upcycle. This innovative device not only prevents tyre particles from entering the environment but also provides a sustainable way to recycle them. 

Joining the Technology Developer Accelerator Programme (TDAP) 

While the technology behind The Tyre Collective’s solution was promising, the journey from getting from the idea stage to creating a working prototype and getting a truly focused understanding of the target market, both public and private sector, alongside determining the optimal path to commercialisation was complex. Joining the sixth wave of TDAP, provided support and expertise during this pivotal phase. 

Hanson Cheng, Co-Founder of The Tyre Collective, reflected on their experience: 

“The programme enabled us to do some of the testing that we’ve always wanted to do to help us progress in the Technology Readiness Level (TRL) stages. Also, meeting other people in the cohort who are working in the automotive space has been invaluable. It’s a very hard space to be working in, especially as a start-up, so it’s been great to meet others who are on the same journey as us.” 

Participating in the programme provided The Tyre Collective with the opportunity to conduct vital testing, refine their technology, and improve the Internet of Things (IoT) capabilities of their device. They also had opportunity to build a digital platform to track and monitor the performance of their devices, providing essential data for future development. 

The Tyre Collective made significant strides throughout the programme including:  

• Refined prototypes: Developed and tested new iterations of their tyre-wear capture device, improving performance and reliability. 

• Team expansion: Grew its team from six to nine members, bringing on new expertise to support product development and business operations. 

• Pilots and partnerships: Conducted several successful pilots, including tests with Rivian, an American electric vehicle (EV) manufacturer, and Post NL, a logistics company. These pilots helped validate the technology and provided valuable data for future product iterations. 

Progress post-TDAP 

The Tyre Collective’s participation in TDAP played a crucial role in advancing their business journey including:  

• Enhanced technology: The device’s IoT platform was developed to track and monitor its performance, improving its functionality and providing data-driven insights. 

• Grants and funding: Secured eight UK grants and raised £1.5M in funding, which supported further research and development, including the development of new product iterations and further research and development. 

• Strategic partnerships: Established new partnerships with major players in the automotive industry, setting the stage for further commercialisation.  

The Tyre Collective is now positioned to scale its operations and expand its market reach. Their pilot projects with commercial fleets, including electric-vehicle manufacturers and logistics companies, have demonstrated the viability of the technology in real-world applications. Moving forward, the company plans to: 

• Scale-up pilots: Conduct additional pilots with fleet operators and manufacturers in the UK, EU, and the US to further validate the technology and expand its reach. 

• Expand product offerings: Extend the device’s application across different vehicle segments, integrating it into all future vehicles, from cars to buses and beyond. 

• Accelerate Technology Readiness Level (TRL): Achieve manufacturing readiness and launch the product commercially by mid-2026. 

The Tyre Collective’s experience shows how targeted support can help early-stage, start-ups, spinouts and SMEs turn innovative ideas into a more viable business proposition. The Tyre Collective has refined its technology, built partnerships, and gained valuable market insights that will help the company to succeed on its commercial journey.   

The Technology Developer Accelerator Programme has recently rebranded to Mobilise, joining forces with Zenzic, to offer a combined early-stage accelerator programme focused on delivering zero-emission and smart, connected mobility solutions for the future. 

The programme builds on the award-winning features of the Technology Developer Accelerator Programme (TDAP) and combines them with the technical validation opportunities currently provided by Zenzic’s CAM Scale-Up UK initiative; namely unparalleled access to an extensive network of world-leading Testbed facilities.